Advertising & Marketing


Internet of things (IoT) devices are garnering the attention of many marketers and consumers. While they may have different purposes, a December 2015 survey found that these devices may become common financial transaction methods, particularly wearables.

Demand for virtual reality (VR) devices in China remains small for the time being, with the total user base in the country expected to be less than 10 million individuals through 2018. Despite this relatively early stage of adoption, enthusiasm for the potential digital video and gaming applications of VR may help to ramp up interest.

Marketing technology is getting greater attention from marketing professionals, but many in the industry are often uncertain about how to apply it to their business. According to research from Rocket Fuel, two marketing technology trends likely to see more activity in 2016 are programmatic buying of TV and data management platforms.

Ad blocking continues to gain ground as more consumers discover how easy it is to install a browser plug-in that eliminates the ads they consider most intrusive—video pre-rolls, displays, interstitials, page takeovers, etc. The consensus is that ad blocking is a headache for all who depend on ad-supported digital media.

The average cost to get females to install, register for and subscribe to a mobile dating app is higher than the cost to acquire a male, according to research. Mobile operating systems influence app costs and conversion rates as well.

More than a quarter of US CEOs said they plan to increase spending on advertising over the next 12 months, according to research. Marketing and sales promotion is another area they’re focusing on.

What do internet users in Asia-Pacific want in a smart home? Most agree that security is tops—but there’s room for much more education.

Interest in the internet of things (IoT) is increasing, but challenges still arise. According to January 2016 research, business executives said security was one of the top hurdles to growth.

Omnichannel is quickly becoming the norm for digital video ad campaigns in Canada, research suggests.

Augmented reality (AR) may provide new opportunities for marketers to tie digital campaigns to physical goods in Japan, research suggests. The vast majority of internet users in the country still have not tried it yet, though.

When it comes to targeted advertising, many US internet users across generations feel like they are often forgotten about by advertisers, according to November 2015 research. And they feel it is about time they are recognized.

Research suggests that contextual relevance does not do much to improve ad recall. But audio can make a difference, as can viewthrough.

Business executives worldwide are producing significant amounts of digital content and assets, according to an April 2015 report. And, they expect that volume to increase in the next two years.

Internet usage is pervasive in the US, with eight in 10 people now going online regularly. But consumers’ digital lifestyle has evolved into a multidevice experience, with mobile devices playing a prominent role in 2016.

Internet users in South Korea have shifted their trust in the media toward digital, and away from traditional. But in nearby China, the same researcher found trust in traditional holding strong.

Internet users in South Korea are losing faith in traditional media, according to longitudinal research. Trust in digital channels, meanwhile, is holding steady.

New Era Cap Co., the official provider of caps to Major League Baseball and the National Football League, has tested its fair share of marketing tactics. Mitch Mirsky, senior manager of digital brand development at New Era Cap, spoke with eMarketer about the value of influencers on up-and-coming social channels such as Instagram, Vine and Snapchat.

Virtual reality may be in its early stages, but internet users are already interested in experiencing it, according to October 2015 research.

Podcast advertising makes up a small share of overall digital spending, but it is worth doing when well targeted. eMarketer spoke with Mark Book, vice president and director of social content for agency DigitasLBi, about how advertisers can take advantage of this channel.

In the past year, Facebook has introduced a series of tools within Messenger and Pages (the sites Facebook set up for brands and businesses) that allow businesses to communicate one-to-one with customers and even process transactions. eMarketer spoke with Benji Shomair, director of product marketing for Pages at Facebook, about these changes.